Andrew Goodwins music video Theory ---

Andrew Goodwins music video Theory

Dancing in the Distraction Factory

Content pageInformation on Andrew Goodwins TheoryThe key points of Goodwins theory:All music videos have certain genre characteristics, depending on the genre of music.More often than not there is a relationship between the visuals and the lyrics.There is a relationship between the music and the lyrics.The demand of the record label will be evident in the video.Artist Iconography.The notion of looking.Intertextual

Information on Andrew Goodwins TheoryIn 1992 Andrew Goodwin published a book called: Dancing in the distraction factory.The theory is that music videos are often constructed by the link between the visuals, the song and the artistThere are a series of codes and conventions for music videos; a set of points that many music videos have in common.This are seven key points from the theory of Andrew Goodwin:All music videos have certain genre characteristics, depending on the genre of music.More often than not there is a relationship between the visuals and the lyrics.There is a relationship between the music and the lyrics.The demand of the record label will be evident in the video.Artist iconographyThe notion of lookingIntertextual

1. Goodwin suggested that there is a link between the genre of music and the genre visuals of music videosThis means that the visuals of the music videos are going to be styled to suit the genre of music.To research Goodwins theory I studied Nirvanas Smells like team spirit music video.This music video had a link between the genre of music and the visuals because the music is punk rock and within the video the people are styled wearing punk rock fashion and are dancing in a punk rock style, which is head banging. Also, the lighting and the mise-en-scne of the music video give like a dirty rock like feel which matches the genre of music.

Also the live performance element of the music video gives the audience a feeling authenticity that the band are playing the music live. For the rock punk genre of music this can be seen as an important element for fans.

2. More often than not there is a relationship between the visuals and the lyrics

The lyrics, of the song, are represented with images.This means that: they are either illustrative, amplifying or contradicting, of the lyrics. Within the example of You belong with me by Taylor Swift, the visuals are illustrative of the lyrics.This means that the visuals depict almost exactly what the lyrics are saying.Illustrative visuals are seen in narrative music videos. Like example number 1, where the image is of a Teenage boy on the phone and the lyrics say: You're on the phone with your girlfriend....

You're on the phone with your girlfriend...Laughing on a park bench thinking to myself...I'm on the bleachersExample 1:Example 2:Example 3:

3. There is a relationship between the music and the music video The tone and atmosphere of the visual reflects that of the music.The music video of Ed Sheerans Thinking out loud is a romantic ballad, with blue-eyed soul influences.In the music video Ed Sheeran executes a ballroom dance with Brittany Cherry. The style of dancing in the music video is the same style of dancing used for ballad songs.This means that the atmosphere and mise-en-scene of the music video relates to the melody of the song.

Click on the Black box toview the music video.

4. The demand of the record label will be evident in the video.

The record label have a certain amount of control over the artist they sign.How artist are represented in the media is up to the record label.For example Megan Trainor is usually represented as a body positive artist, in the media.So when her body was Photoshoped with out her permission, in the music video Me too, the audience was scandalized.

The demands of the record label will include: the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.Close ups are often used to sell artist and show emotions. Close ups of artist are personal. Therefore the use of close ups allows the audience to feel, like they have a close relationship with

5. Artist Iconography

Artist Iconography ensures that artists are dressed in a particular way trough the range of there videos.For example the artist Sia always wears a blond or black and blond wig, that covers her face, when performing. Also if she isnt in one of her music videos, the performers in it wear a blond or black and blond wig as well.Artist dress in a way to look unique in order to remain current. This also allow the artist to be easily recognized by the audience. Furthermore this heightens the star factor. Additionally artists star image develops and increases over time, playing a role in the production process of music videos. In the end creating an icon for audiences.

6. The notion of lookingMusic videos demand the audience to be voyeuristic.Voyeurism is used to increase the videos attractiveness (particularly to males).Due to it most music videos follow this theory, as voyeurism is a successful in helping to sell the music of artists.An example of this is Justin Biebers song called Sorry. The music video of this song consist of a group of girls dancing in a provocative style of pop dance.Andrew Goodwin states that females will be objectified, often through a combination of camerawork and editing, with fragmented body shots emphasizing sexual treatment of the performer(s).Voyeurism can also be represented through watching something happen from the point of view of an observe

7. IntertextualIntertextual means that: it includes other types of media. Such as: films, TV-Programes, animation and other music.Intertextuality is often employed in humorous videos. Its references are often symbols to represent ideas to the audience.For example the music video called Try everything by Shakira, uses a lot of intertextual reference with the film Zootopia.The intertextual reference is: the fact that Shakira is showing a different type of media, film, within her music video.